The influence of pop music in our consumption patterns is evident not only in piracy ratings and Instagram loyalties but also roles they take on in gauged strategies to draw attention. This year saw a number of musician x brand collaborations—Beyonce for TopShop, Rita Ora for Adidas, Pharrell Williams for G- Star Raw and Chanel to name a few.

We thought we had seen it all for 2014 until Rihanna announced her new role as creative head for Puma, Emporio Armani announced DJ Calvin Harris and Roberto Cavalli-Nicki Minaj the faces of their S/S '15 campaigns—talk about saving the best for the last.

With sportswear's comeback on mainstream runway trends, major sports brands underwent makeovers creating the most alluring, covetable pieces. Puma may have been late to join the bandwagon but they certainly snagged the biggest style chameleon there existed—CFDA-certified Rihanna.

Nicki Minaj’s infamous Anaconda got 19.5 million hits on Youtube in the first 24 hours it was released—numbers that are clear indication of our voyeuristic nature. The gratuitous show of flesh from the artist that was carved to attain these very figures has very little to do with songwriting.

"In recent years we have become accustomed to women castigated in clothes that hide their body shapes. With this campaign, I wanted to send a strong countertrend message. I wanted a sensual woman who is aware of her body, who is not afraid to show her curves, rather she make them as a strength," said Roberto Cavalli.

Harris's rating on the UK Singles chart surpasses that of even Michael Jackson and not surprisingly was the highest paid DJ for 2013 and 2014. Who knew that the man who gave us When I met you in the Summer could look so dapper in a suit?

"Calvin Harris is a truly cosmopolitan, dynamic young man who is capable of attracting the masses with his music and energy. He isn't a model by nature, and this creates a more sincere and engaging bond with the public,” said Giorgio Armani.

In the twisted reality of the finances, sales mark-ups are augmented with minimal change in the original design, amplifying revenues with marginal investment.

Then there is the Miley Cyrus x Jeremy Scott love affair, which in itself is an exercise in introspection of the power we have handed to pop icons. While brands rack up income on the clout of the attaché, are we fuelling a monster that can't think or choose for itself? Or will we spot the irony in the packaging?